Fri 8 Dec 201711:00 am - 4:00 pm

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Millions of words pour into the media every day from every conceivable source; all vying to attract the attention of journalists in the hope they will write about an issue, an event, a product.

Most of these words never see the light of day, not just because of their message but because they fail to persuade their first reader – the journalist. They don't tell their story well enough.

So, in response to demand, the Education Media Centre is delivering a copywriting master class hosted by two of the UK's most respected education journalists: Fran Abrams and Wendy Berliner who are joint chief executive officers of the Centre.

Fran and Wendy have each spent decades writing and editing at the highest levels of British journalism. Throughout those decades they have been at the receiving end of millions of words – and they know the ones that stick. Between them they have written hundreds of thousands of words of their own in articles for national print newspapers and their online counterparts, in scripts for BBC Radio 4 and in top-selling factual books.

The event will include:

Establishing your audience;

How to get your message across on a variety of different channels

Why would anyone read this now?

Writing basics: Using English in a simple, direct way;

How to organise your material;

How to deploy evidence;

Voice and tone.

There will be practical exercises and every participant will take home keys which can help them to become a more original, arresting and persuasive copy writer. Essential for anyone who wants their words to get noticed by the media.

Your hosts are:

Wendy Berliner, Joint Chief Executive of the Education Media Centre. Wendy is a former editor of the Times Educational Supplement and former head of editorial for the Guardian's online professional networks – including the Guardian Teacher Network, Higher Education Network and Guardian Students. She launched and edited a weekly education section and higher education magazines for the Independent and has worked as a director of GEMS education in Dubai.

Fran Abrams, Joint Chief Executive of the Education Media Centre has previously been education correspondent of the Sunday Times, the Sunday Telegraph and the Independent. For 15 years she was also part of the reporting team on BBC Radio 4's File on 4.

The Education Media Centre http://educationmediacentre.org/ is an independent charity which improves public and media understanding of education research and evidence. It is staffed by highly experienced education journalists who work with the media and education academics daily. Its patrons include Lord Adonis, Lord Putnam and Baroness Estelle Morris.